Müşterilerin Teknoloji Kabul Modeli (TAM) Kapsamında Davranışsal Niyetleri: Migros Jet Kasa Örneği

Yıl 2023, Cilt: 12 Sayı: 3, 1874 - 1903, 30.09.2023

Cemal Gümüş , Selda Fındıklı , Emine Pınar Saygın

https://doi.org/10.15869/itobiad.1296686

Öz

Bu çalışma, tüketicilerin market alışverişlerinde self check-out noktalarına yönelik tutum ve niyetlerini ortaya çıkarmayı amaçlamaktadır. Bu amaçla Migros alışveriş mağazalarında Migros Jet Kasa (self check-out) ödeme noktalarını en az bir kez kullanan tüketicilere anket uygulanmıştır. Bu doğrultuda 383 kişinin cevapladığı anketin sonuçları analiz edilmiştir. Araştırma sonucunda teknoloji kullanım yeterliliğinin hem algılanan kullanım kolaylığı hem de algılanan fayda üzerinde olumlu bir etkiye sahip olduğu görülmüştür. Buradan hareketle teknoloji kullanma becerisi arttıkça algılanan kullanım kolaylığı ve algılanan faydanın artacağı ifade edilebilir. Yeni teknoloji endişesi, algılanan kullanım kolaylığını ve algılanan kullanışlılığı önemli ölçüde etkilemediği görülmüştür. Öte yandan algılanan kullanım kolaylığı, tutumu anlamlı ve olumlu yönde etkilemektedir. Benzer şekilde algılanan fayda da tutumu anlamlı ve olumlu yönde etkiler. Dolayısıyla hem algılanan kullanım kolaylığı hem de algılanan fayda arttıkça tutumun da olumlu yönde artacağı söylenebilir. Son olarak, tutum, davranışsal niyeti önemli ölçüde ve olumlu yönde etkiler. Tutum olumlu yönde arttığında davranışsal niyetin de artacağı ifade edilebilir.

Anahtar Kelimeler

Müşteri davranışı, Self Servis Teknolojileri, Self-Checkout, Teknoloji Kabul Modeli, Migros Jet Kasa

Behavioral Intentions of Customers Under the Technology Acceptance Model (TAM): Example of Migros Jet Kasa

Öz

This study aims to reveal the attitudes and intentions of consumers towards self check-out points in their grocery shopping. For this purpose, a questionnaire was applied to consumers who used the Migros Jet Kasa (self check-out) payment points in Migros shopping stores at least once. In this direction, the results of the survey answered by 383 people were analyzed. As a result of the study it has been observed that technology use proficiency has a positive effect on both perceived ease of use and perceived usefulness. From this point of view, it can be stated that when the ability to use technology increases, perceived ease of use and perceived usefulness will increase. New technology concern does not significantly affect perceived ease of use and perceived usefulness. On the other hand, perceived ease of use affects attitude significantly and positively. Similarly, perceived usefulness also affects attitude in a meaningful and positive way. Therefore, it can be said that when both perceived ease of use and perceived usefulness increase, the attitude will increase in a positive way. Finally, attitude significantly and positively affects behavioral intention. It can be stated that when the attitude increases positively, the behavioral intention will also increase.

Anahtar Kelimeler

Self Service Technologies, Self-Checkout, Technology Acceptance Model, Migros Jet Kasa, Customer Behavior

Kaynakça

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